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Levi's Type 1 rolling out in Asia

[singapore] The global rollout of Levi Strauss & Co.'s Type 1 Jeans, the company's big marketing push for 2003, starts in Asia next month in Hong Kong, Malaysia, the Philippines, Singapore, Taiwan and Thailand. The U.S. and Europe and the rest of Asia will follow in early 2003. Type 1 Jeans exaggerate Levi's iconic details like the rivets, Red Tab, leather patch and stitching. The Asian tagline is "Made for Bold Self Expression." The effort is from Levi Strauss' global agency, Bartle Bogle Hegarty, 49% owned by Publicis Groupe. Steve Castledine, Levi's Singapore-based VP, said the creative was developed for Japan and will be used in most of Asia, similar to last year's launch of Levi's Engineered Jeans. John Anderson, president of Levi Strauss Asia Pacific Division, said, "The Levi's Engineered Jeans contributed 10% to the overall sales of LS & Co. in Europe and Asia. We're looking at our new Type 1 Jeans matching or even surpassing this." The campaign's four print ads and a commercial subvert fashion norms and "exude a total look and feel that establish boldness as cool, an expression of self-confidence and oozing with sex appeal-all in line with the Levi's brand persona," Mr. Castledine said. Print ads start with a page that asks, "Are you Type 1?" On the next page, a young woman shaves off her lustrous long hair or a young man boldly tattoos his own chest. In the spot, a young Japanese man flees a group of strangers then turns and chases them when he could have escaped.